HKTB names new SEA regional director as Martin Gwee steps down

The Hong Kong Tourism Board (HKTB) has appointed Liew Chian Jia (pictured right) as its new regional director of Southeast Asia effective 11 January 2024, succeeding Martin Gwee (pictured left), who had been with the HKTB since 2016. 

In her new role, Liew will lead the development and implementation of HKTB’s marketing strategies in Southeast Asia regions such as Singapore, Thailand, the Philippines, Indonesia and Malaysia. Meanwhile, Vietnam is the emerging market HKTB will explore, HKTB said in an exclusive statement to MARKETING-INTERACTIVE.

HKTB executive director Dane Cheng expressed confidence in Liew in her new role, “With Liew’s extensive tourism experience and strong regional trade connections, I am sure she will lead the team to new heights and contribute significantly to the growth of the Southeast Asian market for Hong Kong tourism.”

Liew joined HKTB in 2017 and has been instrumental in driving the trade partnerships and marketing Hong Kong to the travel trade in the Southeast Asia region. Prior to this appointment, Liew was the director of trade marketing for the Southeast Asia region for the HKTB.

Liew said, “I am excited to take this role and spearhead the tourism promotion of Hong Kong in Southeast Asia, which is a strategic and key market for HKTB. Leveraging the successful marketing campaigns, PR initiatives and collaboration with travel partners, I will lead the team to sustain the robust momentum in the region and continue to boost Southeast Asian travellers’ interest in visiting Hong Kong and immersing themselves in the boundless experiences in the city.”

On the other hand, Gwee has stepped down as SEA director after eight years with HKTB, having helmed various senior positions at HKTB including marketing director of SEA, and director of SEA. 

Gwee said on his LinkedIn: "The last eight years had been an incredibly exciting and rewarding journey with its highs and lows. I am extremely grateful for the multiple opportunities to progress with HKTB, work with amazing people and forge many priceless friendships along the way. Seeing Hong Kong through its triumphant reopening, it is time for me to set sail to a new adventure."

Don't miss: HKTB relocates SEA regional director Raymond Chan to HK to promote HK tourism

Back in June 2023, HKTB relocated its regional director of Southeast Asia Raymond Chan to Hong Kong head office and appointed him as general manager, event and product development, with effect from 1 July. In his new role, Chan reports to HKTB executive director Dane Cheng.

This came as HKTB saw mega events as an important platform to promote Hong Kong's tourism as they showcase the unique appeal and offer diverse experiences to visitors, according to Cheng. 

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